Study-Unit Description

Study-Unit Description


TITLE Integrated Marketing Communications

LEVEL 05 - Postgraduate Modular Diploma or Degree Course


DEPARTMENT Corporate Communication

DESCRIPTION Firms often operate in a complex and changing context and marketers need to understand the changes taking place in the market and ensure that they are in a position to develop marketing activities to pursue opportunities and minimize threats. In particular, an understanding of how customers, competitors and other market actors behave and act is essential.

The study-unit considers the role of IMC in Marketing and in strategy development. IMC focuses on the use of the traditional marketing communication tools of advertising, personal selling, public relations, sales promotion, and direct marketing in a way that promotes both synergy and a continuing dialogue with the consumer (or firm) as an individual.

The study-unit seeks to develop the necessary marketing communication knowledge and skills among participants emphasizing the application of marketing concepts, principles, strategies and methods together with the role of IMC.

Study-Unit Aims:

• Help students acquire an understanding of the current theories and principles used in integrated marketing communications;
• Provide students with an analytic framework for developing the communications component of marketing strategies;
• Provide students with an opportunity to think strategically across the functional areas of marketing communications and develop appropriate integration.

Learning Outcomes:

1. Knowledge & Understanding:

By the end of the study-unit the student will be able to:
• Acquire knowledge about the concepts and analytical frameworks of integrated marketing communications;
• Distinguish between integrated marketing communications as both a concept and a process;
• Effectively integrate different marketing communications tools in formulating and managing effective communication strategies;
• Demonstrate criticality and creativity in thinking, information analysis and problem-solving;
• Present coherent recommendations that inform proposed effective marketing communications activities.

2. Skills:

By the end of the study-unit the student will be able to:
• Think strategically across the areas of marketing communications;
• Put together an IMC plan for a firm or organisation.

Main Text/s and any supplementary readings:

Main Texts:

• Armstrong G, Kotler P. Marketing – An introduction, Pearson. (Latest edition)
• Belch, George E. and Michael A. Belch, Advertising and Promotion, New York, McGraw Hill-Irwin. (Latest edition)
• Kotler P, Keller K.L. Marketing Management, Prentice Hall, Englewood Cliffs: NJ. (Latest edition)
• Walker, Orville and John Mullins. Marketing Strategy: A Decision Focused Approach, Boston, MA: McGraw-Hill Irwin. (Latest Edition)


Assessment Component/s Assessment Due Resit Availability Weighting
Assignment SEM1 Yes 100%

LECTURER/S Mark Anthony Camilleri
Albert Caruana
Joseph Vella

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It should be noted that all the information in the description above applies to study-units available during the academic year 2020/1. It may be subject to change in subsequent years.